Marketing Metrics

The power of data

Marketing metrics enable us as an agency and you as a client to better understand the channels, strategies and activities that are best assisting you in reaching your goals. Although not all activity has a short-term impact or gain, at Red Meets Blue we believe that all activity should be measured and tested to ensure it is working towards the goals of an organisation.

Marketing metrics don’t come as template formulas however because every company is different, on a different trajectory and striving to achieve different things. Because of this, marketing metrics always look different for every organisation.

Great marketing strategies are evolving and organic plans that rely on marketing metrics to adjust spend and focus of activity towards the channels that are best performing. At Red Meets Blue we manage the marketing metrics for our clients and work towards adjusting plans monthly and quarterly in line with the results that we uncover.

Why marketing metrics?

Marketing metrics – though useful in conveying data and encouraging analysis – engage organisations, agencies and designers to align their interpretation of success; and this is always a positive step forward. When marketers, advertisers, clients and designers are aligned through marketing metrics, brands can work to help grow companies in the right way because all stakeholders are working towards the right goals.

Marketing metrics transform the way we look at marketing and advertising because the focus moves away from activity for the sake of activity and towards answering the question ‘what does success look like?’ Metrics take the ego out of ‘what we should be doing’ and point us towards what the data is telling us will actually work. Marketing metrics starts with understanding goals and objectives and this is always the first place to start when developing a marketing strategy for your organisation.

The Red Meets Blue approach

At Red Meets Blue, we work with clients to understand the marketing metrics that matter to them by identifying what success looks within their company and setting definable and measurable goals to assist in achieving that success. We then develop a series of KPIs around which marketing metrics can be measured and display these KPIs on visual dashboards to report on progress towards those goals for our clients.

We work with our clients on the following key elements

1. Annual goals – Define the goals that are important to us as company in the next 12-months and what KPIs will help us understand when success has been achieved. These goals are vital to creating a set of marketing metrics to measure progress.
2. Quarterly plan – Based on the annual goals that we’ve agreed upon, we develop quarterly action plans and budgets that focus our attention on the activity and spend that will move us closer towards those goals. At the end of every quarter, we review and reset a new plan for the coming three months alongside review our marketing metrics and what data matters most.
3. Monthly meetings and dashboards – We set up dashboards to help us identify the success of our quarterly activity and monitor these dashboards and analytics each week across all offline and online activity. We meet with our clients monthly to uncover the data and marketing metrics to uncover what recommendations we should implement in the coming month to optimise spend and effort.
4. Annual audit – Every year, we believe in a major audit to better understand what we’ve achieved, what we’ve learned and what takeaways will assist us in setting goals and plans for the coming year measured by marketing metrics.

The Red Meets Blue methodology

At Red Meets Blue, we believe in an agency that is world class in its deliver of strategic planning, creative execution and meaningful marketing metrics. We have built our offering and product around ensuring there is ample focus on all three of these areas of our business with a distinct focus around ensuring our clients receive the marketing metrics and data that matters most to them.

To find out more about our approach and offering:

Go to Brand Management. Click here